The Bates Asia below-the-line creative arm bagged the account without a pitch, based primarily on the relationship it has with the beer major in Singapore.
The agency has already launched the teaser campaign for Baron’s Strong Brew, and is currently “working towards creating brand engagements through activations on ground,” for the brand, according to Rajiv R. Menon, national creative director at 141 Sercon. In addition, 141 Sercon is will also help re launch Cannon 10000 in India, which APB has acquired from Aurangabad Breweries.
Eyeing the vast potential India’s beer segment offers, APB is planning to roll out some of its strongest brands in India at regular intervals. “India is among the fastest growing beer markets in the region, with 16 per cent growth recorded last year that is expected to touch 30 per cent this year,” said Gupta. “Also, with per capita consumption at 0.95 liters (compared to China’s 20 liters), India has significant room for growth.”
